Publication:

運動觀賞者涉入程度與球隊認同感對忠誠度與幸福感之相關研究---以超級籃球聯賽觀眾為例

本研究主要探討觀眾涉入程度與球隊認同感是否對忠誠度與幸福感有影響，探討其之間的相關性。本研究以問卷調查為方式，以第五季超級籃球聯賽觀眾為研究對象，採便利抽樣方式進行，共發出500份問卷，回收有效問卷454份，回收率達90.8%，資料分析採用描述性統計、項目分析、因素分析、信度分析、單因子變異數分析、單因子多變量變異數分析、路徑分析、皮爾森積差相關、典型相關進行資料處理。

結果發現：(一)不同人口背景變項的受試者在涉入程度、球隊認同感、忠誠度與幸福感上有顯著差異存在。(二)涉入程度與球隊認同感有正相關存在(三)涉入程度與忠誠度、幸福感有典型相關存在。(四)球隊認同感與忠誠度、幸福感有正相關存在。(五)忠誠度與幸福感有典型相關存在。最後本研究針對所得結果作出結論，並提出後續研究之建議。

The purpose of this study was to investigate the relationships among the involvement, team identification, loyalty and well-being by super basketball fans .The data analyzed in this research were acquired by questionnaires. This study selected the super basketball league’s fans as the subjects by convenience sampling. Out of the 500 questionnaires distributed, 454 valid copies were collected, reaching to the rate of 90.8%. The hypothesis was evaluated by analyzing the results with descriptive statistics, item analysis, explanatory factor analysis, reliability analysis , one-way ANOVA , MANOVA, path analysis, pearson product-moment correlation, and canonical correlation.

The summary of results as the following :

(1) Participants with different background showed significant differences in involvement, team identification, loyalty and well-being.

(2) There was a positive correlation between fan’s involvement and team identification.

(3) There were significant canonical correlation among involvement, loyalty and well-being.

(4) There was a positive correlation among fan’s team identification , loyalty and well-being.

(5) There were significant canonical correlation between loyalty and well-being.